VIRGIN ACTIVE aUSTRALIA
BUILDING A FIT AND HEALTHY SOCIAL COMMUNITY
To create a strong connection between Virgin Active Australia and its members in the crowded health and fitness space, and drive critical conversions by bringing new fans into the fold.
We developed an always on social strategy delivering unique, inspirational and compelling content focused on telling Virgin Active’s story across four key pillars – Move, Nourish, Connect and Unwind – while also showcasing Club offerings. This consistent messaging, combined with speedy and friendly community management, created a highly engaged community across Facebook.
Over a 12 month period, fan numbers increased by more than 60% and we generated a consistent engagement rate above the industry standard – sitting at 3% on average per post. CPC for always on content was maintained at less than $0.20 ensuring value for money and great return on investment.
HWBK has been instrumental in helping to improve Virgin Active’s online presence. Developing engaging always on social content and building an influencer partnership programme, they created a great foundation for a dialogue between Virgin Active Australia and its members while also bringing new fans into Clubs. Working as an extension of the team also allowed HWBK to identify and target key audiences from the six Club locations across NSW and VIC with a robust paid strategy, further driving acquisitions and click-throughs.
The team always stretched their thinking beyond the brief and sought out opportunities to illustrate Virgin Active’s point of difference and increase share of voice.
- Anton Brown, Head of Brand and Marketing